Auburn Hills, Michigan – Chrysler has begun the process for setting up a network of dealers to reintroduce the Fiat brand to the United States. The company said that Fiat dealers will be located in up to 41 states.
The dealers will begin selling the Fiat 500 late in 2010, and the Fiat 500 Cabrio in 2011. About 125 markets have been identified for growth potential in the small-car segment.
“The Fiat dealer network will be appropriately-sized to serve the market opportunity,” said Peter Grady, vice-president of network development and fleet at Chrysler Group. “Our vision is to establish a dealer network that will reflect and enhance the brand’s reputation for innovation and fun, and will offer a unique, personalized customer experience.”
Dealers will require a completely separate facility to represent the Fiat brand, including a separate Fiat team to sell and service the vehicles. Proposals from the best-performing dealers within the Chrysler Group will have preference in the identified markets. Chrysler plans to officially announce its Fiat locations in September.